Google Research from Outsell and Stephen Arnold

Information industry market researcher Outsell, working together with search guru Stephen Arnold, has been producing some excellent research on Google.

I wanted to highlight one piece, entitled Google as Publisher: Is Google Poised for a New Push into the Information Industry, which looks at how Google’s infrastructure and technology could be leveraged for a major push into the publishing business. In addition to pages of excellent analysis, the report concludes with four action items for publishers in managing this threat/ opportunity:

  • Come to grips with the impact. I think many publishers have their heads stuck in the sand when it comes to their “partnerships” with Google. Yes, the relationship is inherently co-opetition and it’s “cutting off your nose to spite your face” to not leverage Google’s spider and search volume. But make no mistake, you’re dancing with a partner who could decide to become the devil in an instant.
  • Adopt agile publishing processes, quickly. To me, this includes (1) “agile content” in an XML repositories like MarkLogic (cleaned up using lazy XML enrichment) and (2) agile software development processes. I’m amazed by how many publishers still do waterfall-based product development.
  • Use Google technologies in your own products. It’s best to both know and leverage your (potential) enemy.
  • Mobilize and modularize content. XML is also a great means for doing this, because of its presentation independence.

One response to “Google Research from Outsell and Stephen Arnold

  1. “But make no mistake, you’re dancing with a partner who could decide to become the devil in an instant.”I’m guessing Arnold wrote that line. After he put up a slide at the Enterprise Search Summit showing twin Godzillas labeled Larry and Sergey, I’ve decided to take his Google-related analysis with a grain of salt.I’ve enjoyed lurking on your blog, and look forward to kicking the tires on the MarkLogic roadster soon!

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